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Keen to go green

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Planners looking to raise attendance, align corporate concerns with a hot cause or present media outlets with an interesting story angle about their next event may want to go green.

According to a study of 1,000 travelers released by TripAdvisor, the majority of those surveyed believe environmentally friendly measures in travel are making a difference and opt to use conservation options when offered by hotels. More than one-third of the travelers surveyed already have stayed at an environmentally friendly hotel; roughly same percentage also stated they’d be willing to pay a premium to stay in green hotels.

Hotels obviously are paying attention to what has become a hot international trend. Among the hotels ranked on TripAdvisor’s Top 10 Environmentally Friendly Accommodations list, only two have room rates under $200; the average nightly rate of the hotels listed is $413, and three cost more than $600 a night.

Staying green needn’t cost an arm and a leg, though. The first Gaia Napa Valley Hotel & Spa opened last month in California wine country with an introductory room rate of $99 per night (afterwards $109-$159/night). Gaia developer Wen-I Chang is planning to construct a series of green luxury resorts like the Gaia, which consumes 40 percent less water than similar-sized properties and received the highest LEED certification in the U.S. hospitality industry. Gaia’s solar panels provide 10 percent of the resort’s electricity, and its countertops, floor tiles and carpets were made with recycled materials.

Incorporating alternative energy into the operation of a new hotel chain is a smart idea. According to an Orbitz survey conducted by MarketTool’s Zoomerang, 65 percent of Americans say it would somewhat impact their decision to stay at a hotel if they knew it was using solar or wind energy. More than half also responded that they would be willing to donate a small portion of their vacation budget to help save the environment when booking a trip.

Perhaps that is why even mainstream hotel chains are making big earth- (and people-) friendly statements. Holiday Inn has committed to serve Rainforest Alliance Certified coffee at all its U.S. hotels by June; aligning itself with a company whose mission is to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior. In celebration of Earth Day, Marriott held a “Green Fair” with local vendors to educate 3,000 headquarter employees on how to lead a green lifestyle at home, in the workplace and on the road; the company also held a YouTube video competition to find its “greenest” guests, giving them a chance to win an “eco-cation” to Costa Rica.

Hotels aren’t the only travel industry suppliers green-conscious consumers are watching, however. TripAdvisor’s survey also found a growing segment of the population (24 percent) feels air travel should be avoided when possible to help preserve the environment, with 38 percent willing to pay more to take an eco-friendly flight. Perhaps that’s why Delta Air Lines is scheduled to launch a carbon-offset program this summer; travelers can donate $5.50 for domestic roundtrips and $11 for international roundtrips to The Conservation Fund, which will plant trees to offset carbon emissions.